Data is more than just numbers: it’s a gateway into human psychology. No one knows this more than Adam Dustagheer, managing director at Datnexa. 

Adam leverages AI and machine learning to gather data on his clients’ customer’s behavioural habits and why they buy what they buy. 

When building data models for his clients’ marketing, he looks at the factors and results in three tiers: the good, the better, and the best.

“You’ve got something that now ties together your point of sale with geography and demographics,”says Adam. So if the good is who the customers are, and if the better is what they do, the best has to be their intent.”

However, the problem is that often, businesses will make guesstimations to inform what and where they’re marketing, rather than using solid, trackable data. 

“When you make decisions, are you deciding or are you guessing? If you’re not using evidence, you’re guessing,’ Adam explains. “And don’t get me wrong, you could be guessing right every time if you’re not using evidence, but it’s not substantial.”

“Most places just don’t have good enough data quality, and cleanliness is very poor. There are companies that take data science seriously – Amazon and Netflix live by it – but smaller firms don’t so much.”

Adam and Datnexa want to help change that. By combining humanity’s reasonability and AI’s logicality, behavioural marketing can be made easier than ever. 

If you want to understand how you can better leverage your data to get a better understanding of your customers, join us for this marketing and new biz mastermind.